The news: WPP, the world’s largest advertising agency, and Adobe are expanding their existing partnership to create a single marketing solution for brands by integrating Adobe’s AI tools, content platforms, and data pipelines with WPP’s strategic insights and marketing solutions.

The partnership aims to solve a critical pain point for CMOs who need to scale personalized content across channels—like social, search, digital display, connected TV (CTV), and retail media—without harming brand integrity or burning out teams. 

“For years, we've watched brilliant creative ideas get stuck in production queues, buried under versioning and approvals and media plans. That era is over. With Adobe, we’re shattering the barriers between ideation and impact, building agentic content systems that handle the complexity so human creativity can soar,” Stephan Pretorius, CTO at WPP, said in a press release.

Why it’s worth watching: WPP and Adobe are addressing the concerns of 56.1% of senior agency professionals worldwide who cite inefficient processes as the biggest challenge facing advertising agencies, per Basis Technologies. 

Brands buying into WPP and Adobe’s solution will get joint agentic AI workflows, coordinating the end‑to‑end marketing process and improving efficiency. 

• Adobe Firefly Foundry: Used to build generative models trained on a customer’s IP and cleared for commercial use—Adobe Firefly Foundry will be integrated into WPP Open to keep content on brand. This lets creative and marketing teams produce campaigns faster and more efficiently.
• WPP’s AI agents: These agents can simultaneously adjust media spend and ad placement based on performance data, while Adobe’s agents dynamically modify creative assets to fit each channel’s specifications and audience context—all without manual intervention.

Implications for brands: This level of integration requires deep trust and data sharing between brands and the WPP-Adobe ecosystem. While brands cede significant control over their campaigns to these platforms, WPP promises the ability to redirect talent from production work to strategy and creativity. 

Brands that are open to restructuring around WPP and Adobe’s unified model could see improvements in campaign speed and scale and gain a competitive advantage over other brands tangled in inefficient workflows.